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©2013 InterContinental Hotels Group. All rights reserved. Most hotels are independently owned and/or operated.

training introduction

training Session One

training Session two

training Other Functions

team Motivation

Why Ambassador training is important p1Suggested training audience p2Training objectives p3

Pre-session preparation p1-2Materials required p3-5Agenda p6Detailed trainer notes : p7-16 Ambassador: An introduction Ambassador:Thebenefits Session conclusion

Pre-session preparation p1-2Materials required p3-4Agenda p5-7Detailed trainer notes: p8-22 Introduction and Training Session One re-cap How to: Sell the Ambassador programme How to: Deliver the Ambassador programme How to: Earn Ambassador rewards Session conclusion

Importance of training other in-hotel functions p1-2

Why team motivation is important p1-7

782207087_Book_FOM_inserts.indd 1 06/09/2013 10:49



Front Office Manager

InterContinental® Ambassador:

Training Introduction

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interContinental® Ambassador: Staff training and motivation

Welcome to the Ambassador A to Z Training Handbook

This section is designed to provide you with everything you need to plan and run Ambassador training sessions for your FrontOfficeTeam.

Weknowthat,asaFrontOfficeManageroraloyaltyChampion,you have many daily responsibilities, one of which is the role of the Ambassador training leader. You play a crucial part in making suretheFrontOfficeTeamunderstandtheprogrammeandaremotivated to enrol guests. With that in mind, this section has been designed to make organising and running training sessions as straightforward as possible.

The training guide takes you through the whole training process including setting up and providing content for each session, plus helpful handouts to use with the group.

Thank you for your ongoing support,

The InterContinental Ambassador Team


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Training audience:

The Ambassador A to Z and training sessions are designed toprovidetheFrontOfficeTeamwithinformationabout the Ambassador programme. How much each team member needs to know depends on their level of experience in their FrontOfficerole.

New joiners:

l It is recommended that all new joiners are invited to the trainingsessionswithinthefirsttwoweeksofjoiningtheFrontOfficeTeam

l New joiners may be unfamiliar with the programme and its benefits.ThetrainingsessionswillprovideacomprehensiveoverviewsothattheycanconfidentlyenrolAmbassadorsand deliver the programme to members

Experienced staff members:

l Experienced staff members will need to familiarise themselves with the contents of the Ambassador A to Z

l You may decide to hold a refresher training session with these staff members on subjects such as enrolling new members

l A worksheet has been created so that you can keep a record of which training sections have been completed and which sections of the A to Z have been read by each Front OfficeTeammember.Theseworksheetscanbefoundonthe enclosed uSB stick:

AMBASSADOr A toZTrAiningMATeriAls> TrAINING SESSION1>l_FOMresourcesandanswers


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Ambassador training objectives:

The objective of the Ambassador training sessions is to provide all attendees with a clear understanding of our loyalty programmes.

Once your staff members have completed the training they will be able to:

l understand what the Ambassador and IHG® rewards Club programmes are

l understand how a guest can become a member of the rewards programmes

l listthemainprogrammebenefits,accordingtomembershipstatus level

l understand the value of the Ambassador programme for IHG, the hotel, the guest and themselves

l Identify potential Ambassadors on the guest arrival list

l Identify potential Ambassadors at check-in

l use different approaches to invite a guest to join the programme

l Identify alternative opportunities to enrol Ambassadors

l respond to common guest objections about the programme

l Enrol guests into the programme

l renew programme membership in-hotel

l Deliver the Ambassador programme in-hotel

l understand the different enrolment incentives available and how to earn rewards

l Know how to use different in-hotel communications materials





Introduction to the programme

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interContinental® Ambassador: introduction to the programme

Welcome to Training Session 1

The objective of the Ambassador Training Session1 is to provide all membersoftheFrontOfficeTeamwithaclearintroductiontotheInterContinental loyalty Programmes.

Once your team members have completed this section they will:

l understand what the Ambassador and IHG® rewards Club programmes are

l understand how a guest can become a member of the reward programmes

l Beabletolistthemainprogrammebenefits,according to membership status

l understand the value of the Ambassador programme for the guest, themselves and the hotel

The following guide will take you through all the steps necessary to help your attendees achieve these objectives:

Pre-session preparation

1. Arranging the session (up to two weeks before)

To help you with the organisation of Training Session 1, we have listed a few key steps below:

a. Attendees: Decide which team members should attend the session

– It is recommended that all new staff members complete the training within two weeks of joining


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– If you feel there are recent (but not new) joiners whocouldbenefitfromthetraining,invitethemtoo

– There is no optimum group size. Any group between 2 and 10 will work

b. Training invites: Once you have chosen a convenient date, send an invitation to all attendees communicating the following details:

– Date: Make sure the date is at least one week away – Time: Thefirstsessionisaround1hr15minslong,

however, it can be broken up into smaller parts. On the agenda we have provided suggested timing for each section. Choose a time when the FrontOfficeistypicallyquiet.ThisallowsotherFrontOfficestafftomanagewithoutyouandtheir colleagues

– Location: Be sure to choose an appropriate venue, where you and your team won’t be disturbed

– Pre-work: This must be completed ahead of the session

Don’t forget

Please note: Send a note to all

attendees two days before the session, reminding them to

complete their pre-work.


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2. Preparing for the session (3-7 days before)

Ahead of Session 1, it will be helpful to spend some time familiarising yourself with the session content and structure. Below, we have detailed two keys areas of preparation:

What YOU need to prepare:

a. Pre-read:

l reviewtheFrontOfficeTeamHandbookPart1,making sure you are familiar with the main content areas of this section

l When reviewing Part 1, identify any areas where new joiners are likely to ask questions and prepare your responses

l review all answer sheets for the four exercises in this section (worksheets 1.2, 1.3, and 1.4), it will make reviewing the answers easier during the session. These can be found on the uSB stick:

AMBASSADOr A toZTrAiningMATeriAls>TrAINING SESSION1>l_FOMresourcesandanswers


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b. Materials preparation:

l AcopyoftheFrontOfficeTeamBookPart1

l Printouts of exercises 1.1, 1.2 and 1.4 (one per attendee), 1.3 (one per team) and the scorecard, as well as the answer sheets. These can be found on the uSB stick:

AMBASSADOr A toZTrAiningMATeriAls>TrAINING SESSION1>l_FOTworksheets

lMakesureyouhavecutoutthebenefitsboxesfor exercise 1.3, the BenefitsGame

lTwoflipchartsandpenstowritedowntheimportantpoints from the session.

Flip chart 1: ‘question car park’ – Some questions asked during the session can be

answered at a more appropriate time. So that you don’t forget these questions, write them down on theflip-chart

– There may be some questions that you cannot answer. The best way to deal with these is to write them down and email them to the Ambassador team ([email protected]) after the session. They will respond as quickly as possible


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Flipchart2:Benefitstask –Thesecondflipchartisforthebenefitstask(1.3).

Details are provided in the task description

l Prizes: IHG® rewards Club points vouchers or another small prize of your choice

l Additional stationery materials: – Post-it Notes

– Pens – Paper for making notes

3. What the NEW JOINERs need to prepare: In order for the new joiners to get the most out of the

training session it is important that they have read Part 1 oftheFrontOfficeTeamHandbook.

Training Session 1 – Agenda

Training Session 1 should take around 1hr 15mins in total.

We have given an estimated time for each of the sections so you can break the session into smaller parts if more convenient.


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Training Session 1 plan:

Introduction/Warm-up task (15 minutes) Introduction (5 minutes) Exercise (10 minutes): l understanding loyalty task

Ambassador: An introduction (20 minutes) Exercise (10 minutes): l loyaltyProgrammesquiz

re-cap and discussion (10 minutes): l re-cap of key Ambassador and IHG® rewards Club

content areas l q&A session

Ambassador: The benefits (30 minutes) Exercise (20 minutes): lBenefitsgame

l Ambassador Value quiz

re-cap and discussion (10 minutes): lre-caponbenefitsandProgrammeValue

l q&A session

Conclusion (10 minutes) Discussion and re-cap (10 minutes): l re-cap of key content covered during the session

l Outline next steps

You can print the agenda from the uSB stick:

AMBASSADOr A toZTrAiningMATeriAls> TrAINING SESSION1>l_FOMresourcesandanswers


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Training Session 1:

Trainer notes

The following section takes you step-by-step through Training Session 1.

We recommend that you review the process a couple of times before the session. Familiarise yourself with both content and structure so the session is easier to manage.

Introduction/Warm-up task

Start off by welcoming attendees to the session, outlining the purpose of the session and the topics that will be covered:

l Purpose: To provide an introduction to the Ambassador programme

l Topics to be covered: – What the Ambassador programme is

–Whatthebenefitsare – What the programme’s value is to guests, theFrontOfficeTeamandthehotel

Next, start the warm-up task, which is designed to introduce the idea of loyalty to the attendees and help them engage with the session.

Instructions:

l Tell the group that they are going to begin the session with a warm-up task focusing on the concept of loyalty

l Split everyone into groups of 2 or 3. If you are conducting this training with a small group or one person, this task can be run as a general discussion


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l using worksheet 1.1 (uSB stick) ask the groups to discuss the questions provided:

– What is loyalty? – What brands are you loyal to? Why? – What experiences have you had with these brands

that made you become more loyal? – Are there brands that you used to be loyal to, but

have since switched from? Why did you switch? – Based on your discussions, what do you think

drives loyalty to a brand? How can brands keep customers loyal?

l Each group should then present their ideas back to the wider group

Please note: This task can help lead the group into discussing why the Ambassador programme is important. You could highlight how the Ambassador programme aims to give guests who stay with us an even better experience than the average guest. This experience encourages guests to stay with us more and become more loyal.

We conduct regular briefingstofocusondaily Ambassador enrolment results. To keep the team

motivated, we have a Champion of the Month who

receives special incentives and a letter of appreciation

– InterContinental, Jeddah


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Ambassador: An introduction

l Loyalty Programmes Quiz: This quiz has been prepared to test the attendees’ understanding of the programmes, based on what they have read in the Handbook

l Exercise instructions: – Provide each new joiner with a copy of

worksheet 1.2 (uSB stick) – Make sure that they are not sitting too close to each

other as this task should be done individually! – Instructions: answer the 7 questions regarding

the Ambassador and IHG® rewards Club programmes –Allow10minutesforthetask(youcanfinishearlier

if attendees have completed the task)

l upon completion, ask the attendees to swap papers, so everyone is marking someone else’s paper

l Work through each of the questions, asking attendees to share their answers, checking against the answer sheet provided on the uSB stick. record the scores on the scorecard (uSB stick)

“We are now going to look at the loyalty programmes offered at InterContinental Hotels & resorts. This section will help us determine how much you remember about the Ambassador and IHG® rewards Club programmes.”


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Re-cap and discussion: l Take the time to discuss any areas that aren’t clear to

the attendees

lOncethediscussionshavefinished,runthroughthekeypoints that have been covered:

– The Ambassador programme is a paid for recognition programme for InterContinental guests

– With Ambassador, the guest receives a range ofstay-enhancingbenefits

– The purpose of the programme is to drive guest satisfaction and hotel revenue

–Ambassadorsareentitledtothelistedbenefitsuponevery stay at an InterContinental Hotel

– Guests must pay uS$200 to sign up (or redeem 32,000 IHG® rewards Club points) and are immediatelyentitledtobenefitsthedaytheyjoin

– IHG® rewards Club is a loyalty programme supported by all hotels within IHG

– IHG® rewards Club is free to join and memberscollect and redeem points

– IHG® rewards Club and Ambassador are twodifferent programmes. The main differences are:

Ambassador is a paid for loyalty programme, providingstay-enhancingbenefitsatInterContinental Hotels & resorts only

– Ambassadors are automatically Gold Elite members of IHG® rewards Club

IHG® rewards Club is free to joinand is for guests at all IHG hotels

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Ambassador: The benefits

Introduction:

Exercise:TheBenefitstaskhasbeendesignedtotestattendees’knowledgeofwhichkeybenefitsareapplicabletowhichprogrammeandtheirrespective status levels.

Exercise instructions:

– Split the group into 2 teams. If you are working with an individual, they can do the task alone, but timed

– Provide each team with the task materials: the cutoutbenefits(worksheet1.3ontheUsBstick)andoneoftheflipcharts.Thereisalsoasuggestedtemplate, this is included in the worksheets section, after worksheet 1.3

l Once the task has been completed, ask groups to switch to the other group’s table. Give each group the answer sheet so that they can go through and mark each other’s work

“Theaimofthegameistomatchthebenefitstotheappropriate loyalty programme AND its level. Teams will have 10 minutes to complete the task. One point will be awarded for every correct answer.”

“Now that we know more about the programmes, we wanttofocusonthebenefitsmembers,theFrontOfficeTeam and the hotel receive. Firstly, we will review the benefitsavailableforthedifferentmemberstatuslevels.We have a game to see how much you can remember from the Handbook.”


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l Once all the scores have been added up, record them on the scorecard

nowthatwearefamiliarwiththebenefitsavailabletoguests,let’sfocusonthebenefitsavailabletotheFrontOfficeTeamandthehotel.

Exercise: l Ambassador Value quiz: This exercise will allow attendees

to consolidate their understanding of the value of the programme, using the content provided in the Handbook

l Exercise instructions: – This is an individual exercise, so ensure that each

attendee has their own space to work in – Hand out a copy of worksheet 1.4

(uSB stick) to each attendee – Once the attendees have completed the task, ask

them to switch sheets with each other, so that everyone has someone else’s sheet. Ask the attendees to read the statements out and check against the answer sheet

“Usethewordsatthebottomofthepagetofillintheblanks of the 7 statements listed. You will need to use all of the words provided to complete the task. You have 10 minutes.”


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Re-cap and discussion:

Whenthediscussionshavefinished,concludethesection by running through the key points that have been covered:

Ambassador benefits

lBenefitsvaryaccordingtotheprogramme membership level

l IHG® rewardsClubbenefitsinclude: – Earning points per stay

– Extended Check-out until 2pm – Weekday newspaper in hotel – room upgrade (Platinum members only) – Complimentary Internet worldwide

l Ambassadorbenefitsinclude: – Earning points per stay

– Guaranteed room upgrade – ComplimentaryWeekendnightCertificate – Extended Check-out until 4pm – Complimentary Internet worldwide

l royalAmbassadorbenefitsinclude: – AllAmbassadorbasebenefits

– Early Check-in from 8am – upgrade to an Executive room, Club

InterContinental room or a Suite – Complimentary Beverages from the Mini-bar

during stay – Guaranteed room Availability with 24-hour

advance reservation


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Guest, Front Offi ce Team and hotel benefi tsThe Ambassador programme is valuable to your guest, the FrontOfficeTeamandyourhotel:

l GUEsT: The Ambassador programme guarantees a more comfortable experience every time they stay. They feel closertothebrandandareconfidentknowingthattheywill be well looked after

l FRONT OFFICE TEAM: Ambassador provides the teamwiththeopportunitytoearnbothfinancialrewardsand recognition for enrolment success. They will also enjoy a more pleasant working environment, serving more satisfiedguests

l HOTEL: Ambassadors stay more often and spend more than non-Ambassadors


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Conclusion

The conclusion should highlight the most important points to take away from the training and outline the next steps:

l Conclude the session by reminding the attendees: – What the programme is

– Whatthebenefitsare – Why the programme is valuable

l If they need to remind themselves of any of the content before the next session, they have several options:

– Ask a more experienced member of the FrontOfficeTeam

– refer to the Ambassador A to Z – refer to the Ambassador quick reference Guide

(this should be kept behind the Front Desk, easily accessibleforallmembersoftheFrontOfficeTeamto refer to during the day)

l Award the prize(s): – Calculatethefinalscores – Award the attendee with the highest score a

IHG® rewards Club points voucher or other small prize of your choice

– After the session you could also make a note on the enrolment poster, to let others know how well they did


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Next steps: l The next session: All new joiners will be required to attend

another training session. Please make them aware of when and where the next session will take place or when you will be sending out the invites

l Pre-work: Before the next session:

review the content that has just been covered (FrontOfficeTeamBookPart1)

read the next section of the Handbook(FrontOfficeTeamBookPart2)

Well done, you’ve made it!

Thatwassession1. Wehopethefirsttrainingsessionwentwell.

To continue with Training Session 2, please advance to next section.

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Using the programme

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interContinental® Ambassador: Using the programme

Welcome to Training Session 2

The objective of Ambassador Training Session 2 is to provide all attendees with the opportunity to consolidate the information they have acquired through the A to Z by taking part in exercises and discussion.

Once your team members have completed this section they will be able to:

l Identify potential Ambassadors on the guest arrival list

l Identify potential Ambassadors at check-in

l use different approaches to invite a guest to join the programme

l Identify alternative opportunities to enrol Ambassadors

l respond to common Ambassador programme objections

l Enrol guests in to the programme

l renew programme membership in-hotel

l Deliver the Ambassador programme in-hotel

l understand the different Ambassador incentives available and how to earn them


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Pre-session preparation

1. Arranging the session (up to two weeks before)

Attendees:

Decide which of your team will need to attend

Training session 2:

l The attendees who took part in session 1 should also take part in session 2

lifyoufeelthereareotherstaffwhocouldalsobenefit from the training, invite them too

l There is no optimum group size. Any group between 2 and 10 will work

Training invites:

Once you have chosen a convenient date for session 2, send an invitation to all attendees communicating the following details:

l Date: Make sure the date is at least one week away

l Time: The second session is around 2 hours long; however, it can be broken up into smaller parts. On the agenda we have given a guide time for each section. Choose a time whentheFrontOfficeistypicallyquiet,sothattheotherFrontOfficestaffwillbeabletomanagewithoutyouandtheir colleagues

l Location: Be sure to choose an appropriate venue, where you and your team won’t be disturbed

l Pre-work: Details of the pre-work to be completed ahead of the session (details to follow)


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2. Preparing for session 2 (3-7 days before)

It is important to spend time preparing for the session. This will ensure that you are comfortable with the structure and content andthattheFrontOfficeTeambenefitfromasmoothlyrunsession.

What YOU need to prepare

Pre-read:

lreviewtheFrontOfficeTeamHandbookPart2,make sure you are familiar with all the main content areas of this section

l When reviewing Part 2, identify any areas where attendees are likely to ask questions and prepare your responses

l review all exercises and answer sheets (as found on the uSB) in this section (worksheets 2.1-2.7) it will make reviewing the answers easier during the session

AMBASSADOr A toZTrAiningMATeriAls> TrAINING SESSION2>2_FOTworksheets

Materials preparation:

lMakethecopyofyourFrontOfficeTeamHandbookreadily available for team members to read


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l using the uSB provided print: – Exercises for each attendee (worksheets 2.1-2.7) – Answers and agenda for you (answers 2.1-2.7) lTwoflipchartsandapentowritedowntheimportant

points from the session.

Flip chart: ‘question car park’: – Some questions asked during the session can be

answered at a more appropriate time. So that you don’t forget these questions, write them down on theflip-chart

l Additional stationery materials – Post-it Notes

– Pens – Paper for making notes

3. What the ATTENDEEs need to prepare:

l review the content that was covered in the previous session(FrontOfficeTeamHandbookPart1)

l read Part 2 of the Handbook to familiarise themselves with the content that will be covered in session 2


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Training Session 2 – Agenda

Training Session 2 should take around 2 hours.

We have given an estimated time for each of the sections so you can break the session up into shorter sessions if preferred.

A copy of the agenda can be found on the uSB stick:

AMBASSADOr A toZTrAiningMATeriAls> TrAINING SESSION2>2_FOMresourcesandanswers

Introduction/Warm-up task (15 minutes):

Introduction (5 minutes): – Session introduction

Exercise (10 minutes): – Session 1 revision quiz

How to: sell the Ambassador programme:

Preparing for potential Ambassadors (10 minutes)

Exercise (5 minutes): –Pre-identificationprocesscheck

re-cap and discussion (5 minutes): – re-cap of key elements

– understanding the importance – q&A session

step 1


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Identifying potential Ambassadors at check-in (20 minutes)

Exercise (15 minutes): – Potential Ambassador scenarios

re-cap and discussion (5 minutes): – re-cap of key elements – understanding the importance – q&A session

Responding to common objections (15 minutes)

Exercise (10 minutes): – Common objections role plays


Enrolling new Ambassadors (15 minutes)

Exercise (10 minutes): – Enrolling scenarios


step 2

step 3

step 4


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Renewing Ambassador membership in-hotel (5 minutes)


How to: Deliver the Ambassador programme to guests (15 minutes)

Exercise (10 minutes): – Ambassador experience quiz


How to: Earn Ambassador enrolment rewards (15 minutes)

Exercise (10 minutes): – Ambassador rewards quiz


Conclusion (10 minutes):

re-cap and discussion (10 minutes): – re-cap of key content covered during the session – Outline next steps

step 5


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Training session 2

Trainer notes

The following section takes you through Training Session 2 step-by-step.

As this is a long session, we recommend that you review the process before the session itself. Familiarising yourself with the content and the structure will help the session run smoothly.

Introduction/Warm-up task

Begin by welcoming attendees to the session and outlining the purpose of the session and the topics that will be covered:

l Purpose: To consolidate the imformation staff have read in theFrontOfficeTeamHandbook

l Topics: – How to sell the programme – How to deliver the programme – How to earn Ambassador rewards

Next, start the warm-up task, which is designed to test how much the attendees can remember from the previous session.


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Instructions:

l Tell the group that they are going to begin the session with a revision quiz

l Instructions: – Provide each attendee with worksheet 2.1 (uSB stick)

– Make sure all attendees have their own space to work in

– Instructions:

– Allow 10 minutes for the task

l There is no need for paper swapping once the attendees havefinished

l Ask the attendees to call out the answers as you work through the answer sheet

This task serves as a refresher for the previous session. The rest of the session builds on their knowledge base of the Ambassador programme.

How to: Sell the Ambassador programme

Preparing for potential Ambassadors

Introduction:


“Thefirststepisthepre-identificationofpotentialAmbassadors. You will have read about this in the Handbook and now we want to consolidate your understanding so you know how to apply your skills at the Front Desk.”

“This is a short quiz to see what you can remember from the previous training session. Answer the 10 questions listed on the sheet in front of you”.

step 1


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Exercise:

l Pre-identificationprocesscheck:Thistaskenables theattendeetoconfirmtheirunderstandingofthe pre-identificationprocess

l Instructions:

– Provide each attendee with worksheet 2.2 (uSB stick)

– Make sure all attendees have their own space to work in

– Allow5minutesforthetask(ifattendeesfinishquicker, move on to the re-cap and discussion)

l Ask the attendees to switch papers so that everyone is marking someone else’s paper (unless you have one attendee, in which case you can review it together)

l Work through the process together, asking different attendees to share their answers, checking against the provided answer sheet

“Arrangethepre-identificationstepslistedonthesheetinthe correct order. Imagine I asked you to go and draw up the list for the next day’s arrivals – what would you do? Then answer the question below the table, listing two reasons why this process is important.”


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l ifthereareareasofthepre-identificationprocessthatare unclear, take the time to clarify

l It is important that the attendees understand what to do, and why they are doing it. Key points to cover:

– Withprofileflagging,staffcanimmediatelyseethat the programme should be mentioned to the guest

– This can save time and increases the chance of enrolling a new Ambassador

Identifying potential Ambassadors at check-in

Exercise: l Potential Ambassador scenarios: This task enables the

attendees to practice introducing and explaining the programme to guests

l Instructions: – Split the group into pairs – Provide each pair with the role plays and suggested

script (worksheet 2.3 and the Ambassador Script) – Make sure all attendees have their own space

to work in – Allow15minutesforthetask(ifattendeesfinish

quicker, move on to the re-cap and discussion

l Whenthegrouphasfinishedaskthemtotaketurnsacting out one of the role plays in front of the group

step 2


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l ifthereareanyelementsoftheAmbassadoridentificationprocess that the attendees are unsure of, take the time to discuss and clarify

l Once the issues have been discussed, take the time to review. Key points to cover:

– ThemorefamiliartheFrontOfficeTeamarewithtalking to potential guests, the easier it will become. They will be able to better recognise signs that a guest may be interested and will know which approach to use

– Also, becoming more familiar with the practised approaches will enable a more informed explanation of the programme to guests

Responding to common objections

Introduction:

Exercise:

Common objections role plays: This task enables the attendees to practice their responses to common objectives

Instructions:

l Split the group into pairs

l Provide each attendee with worksheet 2.4 (uSB stick)

“Often guests will have objections when asked if they want to join the programme. We’re now going to look at how to respond to these.”

step 3


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l Make sure all attendees have their own space to work in

l Instructions: ‘There are a number of common reasons that guests give for not joining the programme. In your pairs, discuss the different responses on the worksheet and how you would respond to the guest. Also, take the time to discuss any additional objections that guests may give’

l Allow10minutesforthetask(ifattendeesfinishquicker,move on to the re-cap and discussion

l upon completion ask if any issues and challenges arose during the task and discuss as a group

l Work through the responses together (using your answer sheet 2.4), asking different attendees to share their thoughts on how best to respond to the objections provided as well as the one they came up with themselves


l If there are common objections or responses that are not clear, take the time to discuss them as a group

l Once the issues have been discussed, ensure that the following key points have been covered and understood:

– There are a number of objections often cited by guests when asked if they would like to join the programme

– understanding objections means each enrolment opportunity is much more likely and will ensure moreefficientsellingoftheprogramme


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Enrolling new Ambassadors

Introduction:

Exercise:

This enrolling scenarios task enables the attendee to consolidate their understanding of the enrolment process

Instructions:

l Split the group into pairs

l Provide each attendee with worksheet 2.5

l Make sure all pairs have their own space to work in

l In your pairs, discuss how you would respond to the guest and process the enrolment:

– Scenario 1: The guest is not a IHG® rewards Club member and wants to become an Ambassador

– Scenario 2: The guest is a IHG® rewards Club member and wants to become an Ambassador

“Onceyou’veworkedhardexplainingthemanybenefitsof the Ambassador programme to a guest and they’ve decided to join, it is important that you are able to enrol themquicklyandefficiently–thissectionwillfocusontheenrolment process.”

step 4


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– Scenario 3: The guest wishes to enrol and would like to have the Ambassador charge added to their hotel bill Or wishes to pay separately

– Scenario 4: The guest wishes to enrol online Or via the Ambassador Service Centre

l Allow10minutesforthetask(ifattendeesfinishquicker,move on to the re-cap and discussion)

l Whenthey’vefinished,askifanyissuesandchallengesarose during the task and discuss as a group

l Work through the process together (using the answers provided on worksheet 2.5), asking different attendees to share their thoughts

Re-cap and discussion: l If there are areas of the enrolment process that are not

clear, take the time to discuss

l Once the issues have been discussed, review the key points made in this section. These are:

– It is essential that all staff members are able to enrol Ambassadors using the hotel system, quickly andefficiently

– In this section we have focused on hotel enrolments, but it is also important to remember there are alternative enrolment methods available to guests (online or via the Ambassador service centre)

– For those guests who wish to redeem their points, they must call the Ambassador Service Centre. The FrontOfficeTeamcannotdothisforthem


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Renewing Ambassador membership in-hotel

We are now going to review the renewals process


l Discuss any key issues arising from the content in the Handbook

l Once the issues have been discussed, review the key points: – Ambassador membership lasts 12 months – Guests can renew up to 3 months after the

membership expires. This is called the grace period.guestsarestillentitledtotheirbenefitsduring this period

– At check-in, if a guest’s membership is about to expire, offer them the chance to renew

– remindguestsofthebenefitsthattheyhave become accustomed to as members of the Ambassador programme

– Guests can also renew online or via the service centre if they wish to redeem their IHG® rewards Club points (24,000 points are required for renewal)

step 5


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How to: Deliver the Ambassador programme to guests:

Introduction:

Exercise:

The Ambassador experience quiz is designed to provide attendees with the opportunity to test their knowledge – how do you look after an Ambassador from the moment they walk through the door until the moment they leave?

Instructions:

l Give a copy of worksheet 2.6 to each of the attendees

l When the attendees have completed the task, ask everyone to switch papers with each other

l Work through the responses asking the attendees to take turns reading them out, whilst checking them against the answer sheet provided

l If there are any areas that are unclear discuss them when they arise, using your answer sheet 2.6 as a guide

“Now that you are familiar with the programme, how to enrol, sell and renew, we want to focus on existing Ambassadorsandhowtodeliverafirstclassprogrammewhen they come and stay in our hotel”.

“Most of our Ambassadors are busy, frequent travellers. Being part of the Ambassador programme means they have certain expectations when they enter one of our hotels; theyexpectacertainleveloftreatment.listinorder,thekey steps we must go through when an Ambassador arrives. You have 10 minutes”.


18 AuGuST 2013



remind attendees that:

l The Ambassador has paid to join the programme and will expect to be recognised for that with preferential attention being paid to them, particularly at check-in

l It is also important to emphasise the importance of reminding guests of their status and telling them why they arereceivingthesebenefits

l TheFrontOfficeTeamarethefirstpointofcontactforthe Ambassador and in some cases may be the only point of contact during their stay – it is important to make a positive impression and make the guest feel valued

l It is important that each hotel plays their part in upholding the Ambassador brand standards to ensure that all Ambassadors have a positive experience, at every InterContinental that they visit

The staff is motivated by the desire

to take their own pictures so they can be displayed to the team for a month – this has been a great success

– InterContinental, san Francisco


19


How to: Earn Ambassador enrolment rewards

Introduction:

This section will review the enrolment goals and incentive rewards available.

Exercise:

This Ambassador rewards quiz will test the attendees’ understanding of the Ambassador incentives available to them.

Instructions:

l Provide each of the attendees with worksheet 2.7

l Again,whenthegrouphasfinished,askthemtoswitchpapers, so they all have a different paper (if you have just one attendee you can go through it together)

l Work through the answers, asking the attendees to take turns reading out the answers

l Make sure you have answer sheet 2.7 to check their work against

“Work through the sheet in front of you and choose the correct answer for each of the questions about the enrolment rewards available. You have 10 minutes.”


20 AuGuST 2013



l If there are any elements of the rewards incentive that are unclear, take the time to discuss thoroughly

l Once the issues/questions have been discussed, take the time toreviewthevalueoftherewardsfortheFrontOfficeTeam. Key points to cover:

– The Ambassador team (as well as the hotel) appreciatetheeffortsthattheFrontOfficeTeam put into enrolling Ambassadors. This appreciation is shown through the rewards on offer

– itisimportantthattheFrontOfficeTeamfullyunderstandwhatbenefitsareavailablesothattheycan get the most out of them

– It is important that if there are any questions eithernow,orinthefuture,thattheFrontOfficeTeamraisethesewiththeFrontOfficeManagerorloyaltyChampionsothateveryonefeelsthereistransparency surrounding the provision of rewards

– Also,ifanyFrontOfficeTeammembershavesuggestions for making the rewards programme more motivating they should share these with theFrontOfficeManagerwhowillpassthemon to the Ambassador team. New suggestions are always welcome!


21


Training Session 2 – Conclusion

The conclusion should highlight the most important points to take away from the training and outline the next steps:

Conclude the session by reminding the attendees of what they have covered today:

l How to sell the programme

l How to deliver the programme

l How to earn enrolment incentive rewards

Going forward, if the attendees wish to remind themselves of any of the content covered in training sessions 1 and 2, they have several options: l AsktheFrontOfficeManagerortheloyaltyChampion

l AskamoreexperiencedmemberoftheFrontOfficeTeam

l refertoAmbassadorAtoZFrontOfficeTeamHandbook

l refer to the Ambassador quick reference Guide

Next steps – keeping Ambassador front of mind:

l The attendees need to put their learning into practice soon after they have completed Training Sessions 1 and 2. Make sure they have opportunities to serve Ambassadors and potential new Ambassadors at check-in immediately after training session ends


22 AuGuST 2013


l Introduce a buddy system. Pair up new joiners with more experienced members of staff so they have someone to discuss their questions with

l Keep providing Ambassador updates and tips during team briefingstokeeptheAmbassadorprogrammefrontofmindfortheFrontOfficeTeam

Well done, you’ve made it!

Wehopethesecondandfinaltrainingsessionwentwell.

ThankyouforleadingyourFrontOfficeTeamthroughthisprocess.We hope you see an immediate improvement in Ambassador enrolments and programme delivery in your hotel in the months to come!



Training Other Functions

train

ing

oth

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1

interContinental® Ambassador: training Other Functions

How to: Train other in-hotel functions

Introduction:

Though not all members of hotel staff have daily contact with Ambassadors, it is important that the staff know what the programme is and how it has an impact on the guest, the hotel and themselves

The importance of providing an introduction to other in-hotel functions

l The level of programme understanding required varies according to the individual’s role. However, we recommend that all new joiners take part in the introductory training and, if further understanding of the programme is required, theFrontOfficeManagercanmanageandprovidethisonacase-by-case basis

l It is particularly important that staff from the following functions are also familiar with the programme:

– Guest relations – Food & Beverage – Housekeeping – Conference and Events Team

Achievements of all individuals are

posted on the departmental board –

as STArS of the month– InterContinental,

Jeddah


2 AuGuST 2013

interContinental® Ambassador: training Other Functions

Key information to share with other in-hotel functions

The key programme elements that all staff members need to be aware of are:

l What the programme is

l How it differs from IHG® rewards Club

l Whatthebenefitsare/whattheguest’sexpectationsare

l What their role is related to the Ambassador programme

The presentations on the enclosed uSB stick provided, cover these points

How the information will be shared:

l Two presentations have been produced with different audiences in mind, the content varies accordingly

l The two presentations available are targeted at: – The General Manager – Other hotel functions

l Themodifiablepresentationsandaccompanyingpresentation notes are located on your uSB stick:

AMBASSADOr A toZTrAiningMATeriAls> PrESENTATIONS



Team Motivation

team

mo

tivation



1

interContinental® Ambassador: team Motivation

How to: Motivate your team

Introduction:

l There are numerous processes and tasks for the Front OfficeTeamtoconsiderwhenworkingatthefrontdesk.That’s why it is important to continually motivate your team to develop and deliver the Ambassador programme to the best of their ability

l WeunderstandthatmotivatingyourFrontOfficeTeamtodeliver Ambassador is one of your many responsibilities. That’s why we have produced a guide to provide tried and tested motivation techniques for you to use in your hotel

The pillars of motivation

There are three pillars of ‘effective motivation’. Where possible, you should try to use motivational elements from all three pillars.

FortheFrontOfficeTeamtosuccessfullydelivertheAmbassadorprogramme it is critical that they understand what they are required todo,aswellaswhyandhowtheybenefit.

itispartoftheFrontOfficeManagerroletoclearlyandregularlycommunicate this to the staff, and to provide ongoing delivery support.


2 AuGuST 2013


Communicate

What needs to be communicated to the Front Office Team?

l Why enrolment is important to their hotel

l Who they should enrol

l How they enrol a guest into the Ambassador programme

l How many guests need to be enrolled (goals)

l What they will receive when they achieve enrolment goals

AlloftheabovepointsareincludedintheFrontOfficeTeamHandbook.

Communication tips

Make communication regular and consistent. It is important that the teamdon’tthinkofmotivationandcommunicationasa‘flavour of the month.’

Organising team briefings

UseteambriefingstoremindtheFrontOfficeTeamoftheAmbassadorenrolment target, how many enrolments have been made that month/week, and how many more need to be made; this ensures that enrolment targets are kept high on their list of priorities.

Using your enrolment tracking poster

Keep the team enrolment poster up to date on a daily basis, if possible. ThiswillenabletheFrontOfficeTeamtocheckprogressatconvenienttimes. Also, if they see that it is constantly updated, it demonstrates thatyou,astheFrontOfficeManager/loyaltyChampionaretaking the opportunity and processes seriously.

Pillar 1


3


sharing key tips

sharekeytipsinteambriefingsthatwillhelpboostAmbassadorenrolment: l use tips from the Ambassador handbook or quick

reference guide

l Ask top performers to share their enrolling tips

l use role plays (from the A to Z) to remind the Front OfficeTeamofthekeyenrollingsteps

Recognise

Why is recognition important?

l Personal recognition of achievement and effort is highly valuableamongtheFrontOfficeTeammembers

l recognition provides the recipients with assurance that theyaredoingtheirjobwellandbooststheirconfidenceand enables them to stand out from their peers

l It also sends a message to the team that if individuals perform well, it does not go unnoticed and that the hotel and the organisation appreciates their efforts and values their contributions

How should you show recognition?

l recognitionfromtheFrontOfficeManagerfornotableenrolment achievement can be delivered either to an individual or in a group setting. It can be delivered as a compliment or in a more structured way, such as through an accessible league table

Pillar 2


4 AuGuST 2013


l recognition should be timely so as not to lose impact and it should also be clear as to who has been recognised and why. This will provide a set of best behaviours for other membersoftheFrontOfficeTeamtoworktowards

Recognition tips

Public recognition:

l Make sure the enroller of the month has his/her photo displayed on the enrolment tracking poster

l Usetheteambriefingstohighlightparticularlystrongperformance or ‘wow stories’. Share the number of enrolmentsmade,askFrontOfficeTeammemberstosharetheir experiences/tips. This gives individual employees the chance to be recognised by their peers. It also demonstrates the type of behaviour that is typically rewarded

l Share enrolment success at more senior management team meetings. If possible, take the employee along to the meeting

l AskthegMtocongratulateFrontOfficeTeammemberswho are particularly high performers, preferably when they dropintoadailybriefing.Thisallowshis/herpeerstoseethis very high level of recognition

Private recognition:

l Send personalised ‘Thank You cards’ to top enrollers (these are provided in the incentives launch pack)


5


Reward

Why are rewards important?

l OfferingrewardswillhelpmotivatetheFrontOfficeTeam

l The rewards must be well communicated and delivered on time

l The rewards must be worth collecting. It is important to present them in a desirable way

How should rewards be delivered?

InterContinental Ambassador rewards:

l seePart2oftheFrontOfficeTeamHandbookforfulldetails of the incentive rewards provided

l It is important that the rewards offered are clear to allteammembersandthattheFrontOfficeTeamunderstand how to get the most out of their rewards

l The delivery time of rewards varies according to the typeofreward.MakesuretheFrontOfficeTeamunderstand when they will receive them

l Scratch cards should be awarded on the day the enrolment is made. It is important that this reward is seen as instant and accessible

l Wherecashrewards/creditsarepaidtotheFrontOfficeTeam on a quarterly basis, it is important to remind the team during the week that they will be receiving cash rewards. Often the cash rewards are included within the employee pay cheque and go unnoticed

Pillar 3


6 AuGuST 2013


Please note:

TheFrontOfficeTeamshouldhaveagoodunderstandingoftheenrolment programme after the second training session. If there are furtherincentiveprogrammequestions,FrontOfficeTeammembersshouldfeelfreetoapproachyou(FrontOfficeManager/loyaltyChampion)forfurtherclarification

Delivery Tips:

l UsetheteambriefingstoremindtheFrontOfficeTeamofthe rewards available. This could be in the format of listing how much additional income top performers have earnt over the course of the year and even equating this to the value of desired goods, for example how many iPads could thatbuy?HowmanyflatscreenTVs?

l itmaybeusefulfortheFrontOfficeManager/loyaltyChampion to keep a record of rewards. This not only provides information on enrolment performance; but also helps the rewards’ process remain consistent over time

Hotel only rewards:

l In addition to the rewards offered by Ambassador, hotels often add their own to further boost motivation and enrolmentfigures

l Examples of rewards that have been well received in InterContinental Hotels are:

– Days off – Shopping vouchers – Hotel meal vouchers – Team outing/party


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l The type of reward offered is naturally at the discretion of the hotel. However, feedback from InterContinental Hotels resorts properties, who have adopted this approach, have been very positive, resulting in strong enrolment performances

l Offer ‘one off ’ incentives during typically slow months

l Vary the types of rewards on offer (a shopping voucher one month, a hotel meal voucher the next) to ensure that rewards are of the same monetary value

“We set daily goals for the team –

they are very dedicated and this keeps them excited about the

programme”. “We also created a board which shows

how many enrolments each team member

has achieved – the team has become very competitive

(but in a friendly way)”. – InterContinental

Times square, New York



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